Marketing Interactions

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Why B2B Marketers are Critical to Revenue Operations

Marketing Interactions

Marketers produce or oversee/govern much of the content used across the customer continuum, including for brand awareness, demand generation, ABM, sales outreach and follow-up, customer engagement, social media, events, advocacy programs, and more.

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The Importance of Humanness in B2B Content Experiences

Marketing Interactions

Today that’s like waving a red flag in front of a social media share button to rant about their poor experience and frustration, calling your brand out by name. What about when something goes wrong on a website and there’s no easy way to ask for help? I went through that last week. Not the kind of participation you want.

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How Marketers Can Help Reps Use Sales Content Effectively

Marketing Interactions

Content truly focused on what your buyers and customers need to know becomes integrated with your products—just represented by media that you create and publish. Most marketers treat content like a tactic, not a product offering. For a litmus test, ask whether your content is valuable enough that your buyers would pay to have access to it.

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Achieving Maturity with Content Operations

Marketing Interactions

Then social media came along, and you could draw an audience to your company’s content outside of those you knew in your database. Email marketing was a thing, but back then we were all pretty much broadcasting about our products and how great our companies were. It didn’t take much to attract a crowd. The Evolution of Content.

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B2B Brand Marketing & Demand Gen: Better Together

Marketing Interactions

I’d argue that social media and search play a big role in fame, as do buyer-driven stories that fall more in the traditional realm of demand. Fame, defined as awareness at scale makes it easier and lends a sense of comfort for buyers in justifying buying decisions. Fame plays a role across the entire continuum, not just up front.

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Create B2B Buyer Personas that Inform Content Marketing Strategy

Marketing Interactions

Don’t overlook competitor websites, blogs, and social media accounts. Watering holes and social media. You’ll also want to search for analyst and industry reports that are relevant to the project. Remember to review industry portals, related thought leader blogs, and job listings. Step 4: The B2B Buyer Persona Build.

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The Relevance Maturity Matrix Helps B2B Marketers Close the Gap

Marketing Interactions

There’s not a doubt in my mind that marketers know that everything they do—every program, email, content asset, social media post and idea—needs to be relevant. It’s beyond time for B2B marketers to buckle down and do the work needed to become and stay relevant with their prospects and customers. Context: The Cornerstone of Relevance.